There’s a new level of excitement at iconic WA brand Chicken Treat, as new CEO Jamie Stewart brings a fresh perspective and energy to the bold, loyalty-driven brand.

Jamie brings brilliant credentials to his role, a career spent in big brand fast food chains, and he’s passionate about what’s ahead for this much-loved legacy brand.

“I’m going to be building on what’s already established,” he says. “The foundations of the brand are so strong, I’ll be bringing fresh eyes to the strategy.”

His experience across major quick-service restaurant chains has given him two particular strengths: focusing on a customer perspective, and bringing a franchise lens to the business.

Jamie’s natural curiosity and operations management background has aligned in this new role.

“I’ve thoroughly enjoyed meeting Chicken Treat franchisees, and finding out how everything works. That’s my operational background coming out,” he says.

Jamie puts collaboration, and listening, at the heart of his leadership, bringing everyone across the Chicken Treat brand together in a shared journey.

“I want to feel what’s working, that’s my message. Chicken Treat is a network where we can share ideas and feedback,” he says.

Chicken Treat CEO’s vision starts with franchisees

Just listening to people across the business has helped him form a strategy for the business and he’s keen to tap into the brand’s knowledge bank.

“I’m fostering the idea that we are bigger than one store. Some of our franchisees have 10 to 15 years running their stores; I want to leverage that experience to help newer franchisees,” he says.

“I have a real vision of where we can achieve. This is such an iconic WA brand. We will be Australia’s favourite chicken brand, known for bold ideas and unafraid of pushing boundaries,” he says.

Right now existing franchisees are his number one focus.

“I want everyone to feel we can improve and grow as a brand. There is so much room to expand in WA. The population growth is phenomenal, and we’ve just opened a store at the edge of Perth, ready for the growth of a local suburb,” he says.

Emerging communities hold enormous potential for the brand, adding to a store fooptrint stretching from metro centres to regional towns across the state.

The brand has built its iconic status in WA over decades. In remote mining towns Chicken Treat stores are often the only restaurant open at night, and they are enmeshed into the community, Jamie explains.

“We have so many passionate customers, and tremendous brand loyalty. Chicken Treat is a homegrown brand loved by everyone.”

And this year there’s a fantastic milestone to celebrate – Chicken Treat turns 50! 

With such a strong legacy, it’s important to protect the brand, Jamie says.

Moving forward with a fun, legacy brand

He’s keen to foster the customer, and franchisee loyalty, and keep pushing boundaries.

“We are a fun brand, and we allowed to be fun so we can create some magic. Customers expect us to be bold and different,” he says.

The heritage brand keeps faith with its customers by responding to shifting consumer trends. The latest taste sensation will sit alongside the much-loved menu favourites.

“We leverage what’s trending with our suppliers; that’s keeps us ahead of the competition,” Jamie says.

Customers’ passion for the iconic chicken brand is matched by the devotion among franchisees, he points out.

“Hearing franchisees’ passion is inspiring. We have such a diverse range of franchisees, from single operators to husband and wife teams, from those enjoying the lifestyle that comes with financial freedom to franchisees who want to build an empire.

“That’s the beauty of the Chicken Treat model – we can accommodate everyone. As a team, it’s like a big family. And that’s how we approach the support we provide for franchisees, across operations to marketing, everyone shares the same mindset: we are here for franchisees. The eco-system is so strong and we keep reinforcing it,” Jamie says.

That franchisee-first ethos reflects in location choice. Profitability is the anchor for site selection so expanding the network of stores is not a numbers game, he explains.

“We operate a long term strategy. A profitable network of stores is key to a healthy franchise brand and it encourages people to want to grow with the business,” he says.

The legacy brand has a loyal customer base. “The generation we are serving now has grown up with us,” he says.

Customers and franchisees are passionate about the brand

And the younger generations, the digital natives, love the fun culture at Chicken Treat; and they’re keeping the brand on its toes with their demand for digital engagement.

Of course the franchise is responding; a digital app was launched late last year, ordering kiosks are rolling out, and digital menu boards are on their way.

Jamie says the brand is taking a different approach with its delivery service, offering exclusive deals and products to stand out in the crowded marketplace.

“We love it when people fall in love with the brand, whether they are customers, or franchisees,” he says.

“We want to grow organically and bring in other people on the journey. At Chicken Treat we welcome fresh ideas and opinions. Franchisees are working every day to deliver a genuine customer experience, and we want to foster that,” Jamie says.